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Generative AI

Perficient’s Thoughts on use of GenAI in Commerce Solutions


Revolutionizing B2C Commerce: The Impact of Generative AI

In the dynamic landscape of commerce and consumer-driven markets, Business-to-Consumer (B2C) organizations are increasingly turning to generative AI to revolutionize their operations and enhance customer experiences. Generative AI, a subset of artificial intelligence, empowers these organizations to create content, personalize interactions, and optimize various aspects of their business processes. By leveraging advanced algorithms and machine learning models, B2C companies can now tailor their offerings to individual preferences, predict consumer behavior, and streamline the overall customer journey.

This transformative technology not only enables unprecedented levels of personalization but also contributes to improved efficiency, cost-effectiveness, and competitiveness in an ever-evolving marketplace. In this era of digital innovation, the strategic integration of generative AI has emerged as a key driver for B2C organizations seeking to stay ahead of the curve and deliver unparalleled value to their customers.

In its recent report, How Generative AI Is Changing The Game In B2C Commerce Solutions, Forrester states, “To better understand genAI’s role in commerce tech solutions, we launched a research series where we ask leading vendors to outline how they’re bringing genAI into their products today.” Perficient’s Commerce and Generative AI experts were interviewed by Forrester to discuss our perspective of genAI in commerce solutions, and Perficient is listed as a company interviewed for this report.

Generative AI at Perficient

From chatbots to intelligent document automation, Perficient is helping organizations utilize AI and generative AI to streamline business processes and improve the customer experience. We have a Generative AI Innovation Group (IG) that is comprised of hundreds of Perficient strategists, designers, and developers from around the world with an interest and expertise in new technologies to discuss applications and opportunities for the market. This group drives innovation, connection, and community with Perficient’s clients, colleagues and partners, about the emergence of generative AI tools and capabilities, and the impact these technologies will have on businesses. The group also identifies and develops market offerings, internal use cases and applications, and routinely hosts events that educate, enable, and engage colleagues about the groundbreaking technology and its implications for transforming enterprise operations.

Generative AI is a rapidly evolving area of artificial intelligence that’s driving a new wave of digital transformation, and we’ve outlined below how Perficient is helping B2C organizations harness this power in a multitude of ways.  

How Generative AI Can Enhance Your Commerce Solutions

From image and video synthesis to natural language processing and beyond, generative AI solutions are becoming an essential part of business. At Perficient, we want to first explore the business challenges in order to validate potential outcomes and optimization solutions.

Unified commerce takes the customer experience a step further, and is essentially the ability to have an ongoing digital dialogue that curates enhanced customer lifetime value and brand affinity. By utilizing AI and Machine Learning (ML), organizations are able to better understand and communicate with their customers and offer them a more targeted and personalized experience. In the report, Forrester states, “Half of the vendor respondents noted that using genAI to deliver more effective promotions was on their radar. Specific use cases are autogenerated custom promotions across email, SMS, and messaging apps, as well as leveraging segmentation and analytics to deliver more personalized offers,” which we believe ties into unified commerce.

On top of personalizing experiences, AI can help generate marketing content (in multiple languages), provide appropriate tagging, aid in guided selling, and help even in the contact center space with chatbots.

From AI-generated content to guided selling and customer service, generative AI is an important technology for B2C commerce organizations to utilize.

Experts in Commerce and AI

Forrester interviewed leaders from Perficient’s Commerce and Artificial Intelligence Practices while conducting research for this report. Perficient is excited to continue sharing thought leadership and perspective on emerging trends in this space as we work toward our goals of helping our clients meet their customers and employees where they are in the B2C space. To learn more, download How Generative AI Is Changing The Game In B2C Commerce Solutions, available to purchase or to Forrester subscribers, today.




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Bridget Mess

Bridget Mess is a Marketing Manager for Perficient’s Data + Intelligence pillar. She has over five years of writing and content creation experience and resides in St. Louis, Missouri.

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